AFRIFF Launches Film & Content Market to Strengthen African Cinema

Despite being the world’s second-largest film producer, Nigeria has never had a dedicated film market. For years, filmmakers seeking international distribution and partnerships had to rely on expensive trips to Cannes, Berlin, or Los Angeles—shutting out many independent producers.

Now, the Africa International Film Festival (AFRIFF) is changing that. At Cannes, AFRIFF officially announced the AFRIFF Film & Content Market (AFCM) in partnership with Nigeria’s Ministry of Arts, Culture, Tourism, and Creative Economy.

With guidance from Dennis Ruh, former director of the European Film Market, AFCM aims to become Africa’s answer to global markets like Ventana Sur, Hong Kong Film & TV Market, and the Asian Contents Market.

📍 When & Where: The inaugural edition will run from 3rd–6th November 2025, alongside AFRIFF.

The launch event in Lagos gathered key industry voices, including Chioma Ude (AFRIFF founder), Minister Hannatu Musawa, Ali Nuhu (Nigerian Film Corporation MD), comedian Bovi, and other stakeholders. The discussions highlighted both the opportunity and the need for training. As Dr. Shaibu Husseini (DG, NFCVB) emphasized, many Nigerian filmmakers have never attended a professional film market, meaning AFCM must also focus on capacity building so creators are prepared to pitch, network, and negotiate on a global stage.

Panelists like Victor Sanchez Aghahowa and Chioma Onyenwa stressed a key lesson: film markets are about listening as much as pitching—understanding what distributors and investors are looking for, not just selling a script.

With streaming giants like Netflix and Prime Video scaling back local acquisitions, Nigeria’s industry is at a turning point. New local distributors such as Kava, Circuits, and EbonyLife ON Plus are filling gaps, but AFCM promises to open even bigger doors—connecting African storytellers with global buyers, funders, and collaborators.

The big question is whether AFRIFF can balance its new focus on film business with its role as a festival and curator of African cinema. What’s clear is that AFCM marks a major step toward building a sustainable regional film market for Nollywood and beyond.